15. Czech consumers are decisive about handset selection
Did you know what you wanted?
l 41% of respondents knew exactly which handset model they wanted to get before their purchase. A further 18% knew which brand they
wanted, but not the actual model; and so on, down to just 7% that had no idea what they were going to purchase.
l Looking at the data across the different segments indicates that some variance in the mindset of consumers, as expected
– Knowing the specific model of handset was the most common mindset in all segments but more so for Technology Leaders - the
majority (51%) in this segment knew the specific model.
– At the other end of the scale, the less involved consumers display their lack of knowledge about different brands with 17% of
Comfortable Seniors, 15% of Practical Homeowners and 13% of Family Providers having no idea at all what they were going to get.
Pre-purchase mindset
Career Builders 45% 21% 5% 11% 13% 3%
Style Leaders 43% 19% 5% 9% 14% 5%
Style Followers 42% 15% 5% 10% 23% 5%
Family Providers 41% 21% 7% 3% 13% 12%
Comfortable Seniors 36% 14% 7% 9% 17% 17%
Knew specific model Knew which brand but not model
Had a few brands in mind, but not models Had a few models in mind
Had a few 'must have' features Had no idea
Technology
JN: 143751
16. Network versus manufacturer mindset
Did you choose the network first, or the handset?
l 38% of Czech consumers choose the network they want to be with before considering handsets, just 19% pick the
handset first, while 40% shop without either in mind
l The large proportion of consumers who are shopping without either network or manufacturer in mind presents a clear
opportunity for Nokia to establish top-of-mind consideration among shoppers
l Nokia should be aiming to instil in consumers the belief that handset is the primary consideration and this can be done
by better differentiating devices and the key USP’s of specific handsets against the competition
Network versus manufacturer
Career Builders 36% 23% 40% 2%
Style Leaders 45% 22% 27% 6%
Style Followers 49% 15% 32% 4%
Comfortable Seniors 41% 11% 44% 3%
Practical
32% 12% 50% 6%
Homeowners
Pick the network first Pick the handset first Shop without either in mind Don't know
Technology
JN: 143751
17. Influences on purchase – single most important
Which of the following were most influential on your purchase?
l Recommendations – either from friends or sales consultants - appear to be more influential to the final purchase decision for the less
involved mobile users
100%
3%
4% 10%
9% 3%
5%
80% 4% 6%
7%
9% 11%
5% 10%
12%
8% 7% 8% 6%
4%
60%
12% 7% 10%
13% 13%
7%
7%
10% 9%
40% 20%
17% 9% 26%
16%
14%
20%
31%
26%
20% 22%
15%
0%
Career Builders Style Leaders Style Follow ers Comfortable Seniors Practical Hom eow ners
Recommendation - friends Magazine/ newspaper reviews Handset brands website
Other websites Recommendation - salesperson Brochures/ promotionnal literature
Internet advertising Seeing product being used by others
Technology
JN: 143751
18. Purchase location by segment in detail
Where did you purchase your mobile handset?
l Operator owned channels are dominant purchase channels in the Czech Republic overall – whether they be in-store,
over the phone or online.
Career Builders 36% 4% 8% 11% 2% 11% 3% 5% 7% 1%
1% 11%
Style Leaders 43% 1%4% 5% 8% 15% 3% 7% 6% 1% 5%
2%
Style Followers 39% 2% 6% 2% 5% 15% 4% 7% 9% 1%4% 7%
Comfortable Seniors 41% 3% 3% 7% 1% 7% 6% 4% 6% 3% 19%
Practical Homeowners 33% 4% 3% 12% 5% 8% 8% 5% 8% 15%
store-operator store-telecom store-manufacturer electrical hypermarket
store-electrical small store department store IT specialist store other store
phone-operator phone-telecom phone-manufacturer online-operator
online-telecom online-manufacturer catalogue/brochure other
Technology
JN: 143751
